SELLING WITHOUT SELLING

In my experience when presenting the business of coaching, it seems that most coaches are either completely turned off about coaching or simply uninterested in develop their selling skills. And it makes sense the coaches are not into selling—they are mostly focused on actually working with people to promote personal growth and development.

Now obviously, selling to get business is important. If you don’t sell the value of your coaching— you won’t have any business. Selling refers to the first of the dual functions, namely working on the business whereas coaching refers to the second aspect, namely, working in the business. Coaches generally speaking want to focus on the second and skip over the first.

Sometimes we jump to the conclusion that the answer is that we need to focus on selling. Yet if you focus your attention on selling itself, you actually may be focusing on things in such a way that it will actually undermine your efforts and your success in coaching. Really? How would that happen?